How you can use your data to improve your marketing efforts. Photo via Getty Images

When focusing on revenue growth in business to business companies, analyzing data to develop and optimize strategies is one of the biggest factors in sales and marketing success. However, the process of evaluating B2B data differs significantly from that of B2C, or business to consumer. B2C analysis is often straightforward, focusing on consumer behavior and e-commerce transactions.

Unlike B2C, where customers can make a quick purchase decision with a simple click, the B2B customer journey involves multiple touchpoints and extensive research. B2B buyers will most likely discover a company through an ad or a referral, then navigate through websites, interact with salespeople, and explore different resources before finally making a purchasing decision, often with a committee giving input.

Because a B2B customer journey through the sales pipeline is more indirect, these businesses need to take a more nuanced approach to acquiring and making sense of data.

The expectations of B2B vs. B2C

It can be tempting to use the same methods of analysis between B2C and B2B data. However, B2B decision-making requires more consideration. Decisions involving enterprise software or other significant business products or services investments are very different from a typical consumer purchase.

B2C marketing emphasizes metrics like conversion rates, click-through rates, and immediate sales. In contrast, B2B marketing success also includes metrics like lead quality, customer lifetime value, and ROI. Understanding the differences helps prevent unrealistic expectations and misinterpretations of data.

Data differences with B2B

While B2C data analysis often revolves around website analytics and foot traffic in brick and mortar stores, B2B data analysis involves multiple sources. Referrals play a vital role in B2B, as buyers often seek recommendations from industry peers or companies similar to theirs.

Data segmentation in B2B focuses more on job title and job function rather than demographic data. Targeting different audiences within the same company based on their roles — and highlighting specific aspects of products or services that resonate with those different decision-makers — can significantly impact a purchase decision.

The B2B sales cycle is longer because purchases typically involve the input of a salesperson to help buyers with education and comparison. This allows for teams to implement account-based marketing and provides for more engagement which increases the chances of moving prospects down the sales funnel.

Enhancing data capture in B2B analysis

Many middle-market companies rely heavily on individual knowledge and experience rather than formal data management systems. As the sales and marketing landscape has evolved to be more digital, so must business. Sales professionals can leave and a company must retain the knowledge of the buyers and potential buyers. CRM systems not only collect data, they also provide the history of customer relationships.

Businesses need to capture data at all the various touchpoints, including lead generation, prospect qualification, customer interactions, and order fulfillment. Regular analysis will help with accuracy. The key is to derive actionable insights from the data.

B2B data integration challenges

Integrating various data sources in B2B data analysis used to be much more difficult. With the advent of business intelligence software such as Tableau and Power BI, data analysis is much more accessible with a less significant investment. Businesses do need access to resources to effectively use the tools.

CRM and ERP systems store a wealth of data, including contact details, interactions, and purchase history. Marketing automation platforms capture additional information from website forms, social media, and email campaigns. Because of these multiple sources, connecting data points and cleansing the data is a necessary step in the process.

When analyzing B2B data for account based marketing (ABM) purposes, there are some unique considerations to keep in mind. Industries like healthcare and financial services, for instance, have specific regulations that dictate how a business can use customer data.

Leveraging B2B data analysis for growth

B2B data analysis is the foundation for any sales and marketing strategy. Collecting and using data from multiple sources allows revenue teams to uncover gaps, trends, and opportunities for continued growth.

Acknowledging what’s different about B2B data and tracking all of the customer journey touchpoints is important as a business identifies a target market, develops an ideal customer profile, and monitors their competitors. Insights from data also single out gaps in the sales pipeline, use predictive analytics for demand forecasting, and optimize pricing strategies.

This comprehensive approach gives B2B companies the tools they need to make informed decisions, accelerate their sales and marketing efforts, and achieve long-term growth in a competitive market.

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Libby Covington is a Partner with Craig Group, a technology-enabled sales and marketing advisory firm specializing in revenue growth for middle-market, private-equity-backed portfolio companies.

A Houston startup is bringing all the dogs to the yard. Photo courtesy of Fido

New Houston-based specialty pet supply company aims to pamper your pooch

good dog

Considering that Americans will reportedly spend $109.6 billion on pets this year, according to new data, it really pays to be discerning when buying. Now, Houston dog owners can stay local when shopping for their fur babies.

Houstonians Brad Madrid and Bobby Dwyer have launched Fido, a new e-commerce pet wellness brand. Available all over Houston, Texas, and indeed, the nation,

Fido products will initially start with Chill Chews and Clear Ears, both of which are scientifically formulated and aim to provide relief and comfort, per a press release. Products are lab-tested and veterinarian-approved, per the company.

Anxious pups may benefit from Chill Chews, which make training, traveling, and everyday life smoother and are said to help pets relax. The Clear Ears, meanwhile, is composed of natural ingredients such as eucalyptus and aloe and is meant to keep pets’ ears clean and clear of any wax, debris, fungus, and bacteria.

“As a professional dog trainer and breeder, I’ve worked with hundreds of dogs which has allowed me to develop a deep understanding of how dogs think and function,” said Dwyer in a statement. “Through my profession, I’ve discovered a need for products to ensure canines’ health and wellness, and it’s our mission to provide great products to make good boys even better.”

Brad Madrid and Bobby Dwyer have launched Fido, a new e-commerce pet wellness brand. Photo courtesy of Fido

Madrid and Dwyer aren’t just business partners but also brothers-in-law. Bringing science to Fido, Madrid boasts a background in pharmaceuticals, while Dwyer brings canine know-how with his experience as a dog trainer.

Both hope to see their business grow by leaps and bounds. Products are available for purchase on the website and shipping is available nationwide. Plans for products to be sold in local pet stores, as with international shipping available in the future.

If current data is any indication, Madrid and Dwyer are in the right business. A survey of 2,000 dog and cat owners found that 52 percent of respondents said they spend more money on their pets than they do on themselves each year, per GoBankingRates.

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This article originally ran on CultureMap.

Here's the latest news from Cart.com. Photo via cart.com

Houston e-commerce startup makes C-suite appointment and acquisition

growth mode

In the past week, Houston-based Cart.com has made some big moves on its tech startup journey — including another strategic acquisition and new hire.

The end-to-end e-commerce-as-a-service provider, which recently raised a $98 million series B round of funding, announced Tony Puccetti as the company's new chief delivery officer following the acquisition of 180Commerce, a leading online sales partner.

Puccetti, who joins Cart.com from digital consultancy Blue Acorn, will manage all client deliverables for the company. Puccetti also previously served as general manager and senior vice president over e-commerce, strategym sales, and more at Onestop Internet.

"I've spent my career championing fast-growing brands in the retail space, so I recognized instantly that Cart.com's ability to deliver seamless end-to-end e-commerce support and services was a true gamechanger," Puccetti says in a news release. "I'm thrilled to be joining the team, and I'm looking forward to helping deliver the services and technologies that brands need to grow their business and realize their full potential in today's omnichannel world.

Cart.com hired Tony Puccetti as the company's new chief delivery officer. Photo via LinkedIn

Omair Tariq, Cart.com CEO, says Puccetti has the talent and experience the company's clients need.

"Cart.com has built a reputation for making big, bold promises — then delivering on them, and exceeding our customers' expectations as they scale their e-commerce brands," continues Tariq in the release. "We're delighted to be welcoming Tony to the Cart.com family, and we're looking forward to working with him to transform the tech-enabled commerce space for merchants of all sizes."

The news of Puccetti's appointment follows news of California-based 180Commerce's acquisition by Cart.com. The company was founded in 2016 following DSW's acquisition of Shoe Metro, the largest Amazon footwear reseller. According to the news release, leaders from Shoe Metro formed 180Commerce "to bring their expertise directly to brands through a tech-enabled agency service model." The company provides its clients with data-driven and tech-enabled retail strategies, tools, and resources.

"The 180Commerce value proposition has always focused on helping consumer brands grow long-term revenue and profitability by optimizing and streamlining their marketplace strategies. By joining with Cart.com, we're bringing that vision to a far wider audience while continuing to expand our offering to the brands we serve with the powerhouse of offerings Cart.com provides," says Jason Stuempfig, founder of 180Commerce. "We share Cart.com's vision for a no-hassle, fully integrated e-commerce ecosystem, and I'm delighted to be starting this new chapter in the 180Commerce story."

The acquisition means a merging of clients, services, and staff between the two companies. 180Commerce's full team will be onboarded to Cart.com under Stuempfig's leadership.

"We're thrilled to welcome the 180Commerce team into the Cart.com family as we continue to expand our offering of commerce everywhere," Tariq says in the release. "Jason turned 180Commerce into a success story by being relentlessly focused on delivering results for brands, while creating a powerful company culture in which everyone is valued. That's exactly the combination we look for at Cart.com — especially when it's paired with a commitment to using data and technology to streamline and optimize e-commerce and marketplace functions for fast-growing brands in every corner of the world."

This acquisition is the latest in a series for Cart.com. Previously, the company has acquired AmeriCommerce, Spacecraft Brands, DuMont Project, and Sauceda Industries.

"Acquisitions are central to Cart.com's growth strategy, and with the addition of 180Commerce we're underscoring our commitment to expanding into new areas and building out best-in-class capabilities across the full spectrum of e-commerce sales channels such as marketplaces," says Saheb Sabharwal, chief strategy officer at Cart.com, who leads all M&A activity, in the release. "We're looking forward to working with Jason and the 180Commerce team to drive new value for Cart.com's thousands of loyal users. We have a great process in place to integrate new companies into the Cart.com ecosystem, and we're actively seeking additional M&A opportunities as we augment our solutions for brands."

Remington Tonar, chief commercial officer and co-founder at Cart.com, also recently told InnovationMap of the company's plans on a recent episode of the Houston Innovators Podcast. Heading into the holidays, where potential new clients will be focusing on delivering on orders and sales, Tonar says Cart.com is expecting a busy 2022 in terms of growth. In a lot of ways, the COVID-19 pandemic played a major role in the development of e-commerce and, by extension, Cart.com.

"The pandemic has played a role in overall accelerating the growth of e-commerce as a category and an industry. That growth was going to happen anyways, but it made it more ubiquitous faster," Tonar says. "It's just commerce now. This is just how people purchase and consume things."

Stream the full podcast below.

New York City-based Vroom employs more than 900 people in the Houston area. Photo courtesy of Vroom

E-commerce company focused on car sales revs up for Houston expansion

vroom, vroom

Vroom, an e-commerce platform for buying and selling used vehicles, is driving up its presence in the Houston area.

The publicly traded company recently established a "last-mile hub" in Stafford where Vroom workers will inspect, detail, and place temporary tags on all cars being delivered or picked up in Texas. The hub is expected to serve nearly 7.1 million motorists in more than 455 ZIP codes within a 75-mile radius.

New York City-based Vroom employs more than 900 people in the Houston area. Aside from the new hub, local employees work at the company's reconditioning center, executive offices, and Texas Direct Auto and Sell Us Your Car locations. The hub is housed within Vroom's 293,000-square-foot reconditioning center. The reconditioning center alone employs almost 400 people.

Leaders of the new hub include Mary Kay Wegner, Vroom's chief logistics officer, and John Piatak, vice president of transportation.

"As Vroom's business continues to grow, we're committed to investing in the Houston area, from expanding our physical footprint, to hiring more local workers, to offering new services for our valued customers," Wegner says in a news release.

In the Houston area, the number of vehicles purchased from Vroom surged 144.6 percent from the first half of 2020 to the first half of 2021, the company says. The number of vehicles sold to Vroom in the Houston area soared 624.4 percent during the same period.

In fiscal 2020, Vroom sold 34,488 cars, up 82 percent from the same period a year earlier. Last year, the company posted revenue of nearly $915.5 billion, up almost 56 percent from the previous year.

"As the used vehicle market continues to embrace the e-commerce model, we will continue to execute our plan and invest in scaling our business and improving our customer experience as we transform the market for buying and selling used vehicles," Vroom CEO Paul Hennessy said in a March news release.

Vroom, founded in 2013, debuted as a public company in June 2020. As a private company, Vroom scooped up $1.3 billion in funding.

Last month, Vroom agreed to buy auto lender United Auto Credit for $300 million. Newport Beach, California-based United Auto Credit specializes in auto loans for buyers with spotty credit records.

Houston-based Cart.com, which equips e-commerce businesses with a suite of software services, has raised $45 million in venture capital investment since its founding in September. Photo via cart.com

Houston-based e-commerce software startup and Amazon competitor raises $25M in its series A

Money moves

An end-to-end e-commerce services provider based in Houston has closed its series A round of financing led by a Houston venture capital group.

Cart.com announced the closing of its $25 million led by Houston-based Mercury Fund and Florida-based Arsenal Growth with contribution from Austin-based Moonshots Capital and Ohio-based Scarlet Venture Fund. The new round follows its $20 million Seed round led by Amsterdam-based Bearing Ventures.

The company was founded last September by two former entrepreneurs — Omair Tariq, former executive at Home Depot and COO of Blinds.com, serves as CEO and Jim Jacobsen, co-founder and former CEO of RTIC Outdoors, serves as executive chairman.

"We know the pain points brands face in the e-commerce value chain because we have experienced them firsthand. We built Cart.com to solve those problems and deliver unequaled value for brands from a single platform," Jacobsen says in a news release.

The duo wanted to create a suite of software solutions that allows brands to "grow their e-commerce capabilities with less friction than the fragmented plug-in and vendor intensive approach available today," according to the release.

"The current e-commerce offerings favor the service providers, not the brands," Tariq says in the release. "We are on a mission to flip that dynamic and put the sellers back in charge of their e-commerce journey and their customer relationships. Our team will continue to obsess over our brands' success, so they can obsess over their customers. This is what will create tremendous long term shareholder value and be the true measure of our success."

The e-commerce-as-a-service, or ECaaS, company will use the funds to grow to meet increasing customer demand and hire new team members. Per the release, Cart.com has an "aggressive growth strategy" and has already made five acquisitions to date, including storefront software platform AmeriCommerce, a storage supplies business with fulfillment services across the country, and two digital marketing agencies.

"Competition in the e-commerce market is reaching a precipice, and only those companies with the pedigree, vision, technology and the been-there-done-that perspective will be able to truly shift the surge away from market monopolies and provide power back to the brands themselves to the benefit of the businesses and their customers," says Blair Garrou, co-founder and managing director at Mercury. "Our financial commitment illustrates our confidence in the mission and strategy of Cart.com. The team assembled has incredible opportunity to be a true market leader and pioneer ECaaS in the e-commerce services space."

Houston-based GoExpedi is growing its presence in the Northeast with a new warehouse. Photo by Colt Melrose for GoExpedi

Houston e-commerce startup expands with new procurement center

Scaling up

A growing e-commerce tech company headquartered in Houston has a new industrial and energy MRO (maintenance, repair, and operations) warehouse in Pittsburgh, Pennsylvania.

The new procurement center will help GoExpedi meet the increasing demand the company has been seeing in the Northeast.

"We're excited for our new Pittsburgh warehouse as the location was carefully selected to boost access for our upstream, midstream and downstream clients for vital operational products. Our expansion in the Northeast is a major milestone for our growing company and will serve as the starting point for our national push," says Tim Neal, CEO of GoExpedi, in a news release.

The new facility is GoExpedi's sixth warehouse since 2017 — previous locations were in Texas, Wyoming, and California. And, according to the release, the company has several more in the works.

"This is a monumental step in becoming the leading national supplier of efficient, reliable, and cost-effective MRO products for all industrial sectors," he continues. "We look forward to growing our presence, adding talent, and working with more energy customers in the months ahead."

Last fall, GoExpedi raised $25 million in its series C in order to grow and scale operations. The company has raised over $75 million in total investment, according to Crunchbase.

In a recent InnovationMap interview, Neal attributes the growth of GoExpedi to the tech-savvy and younger workforce that's growing in the industrial and energy scene. With more and more people adapting to the tech and convenience of ordering commercially on Amazon and other retailers, these people want that in their professional lives too, he says.

"The mission for us is to make procurement of these (MRO) goods simple and efficient," he says. "We wanted to take a tech-first approach, really make sure people getting these things, but then also track what they're spending to help them more effectively run their business."

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Houston founders launch edtech startup, pilot to pinpoint why students are struggling

learning gaps

Early detection. It sounds simple enough: identify a problem before it has the chance to become a bigger one.

But in practice, early detection is much more difficult to navigate, especially in education, when it comes to identifying the reasons behind a student's academic struggles.

That’s why co-founders Alapati “Al” Ware and Estela Montanez launched Progress Report, a Houston-built K-12 learning-intelligence platform designed to go beyond identifying that a student is struggling.

The platform recently began its pilot program with 35 educators and more than 200 students in Texas and Arizona.

“It’s a micro-learning school that works with children with disabilities, primarily dyslexia and nonverbal students,” Ware tells InnovationMap.

The platform is also being used by homeschool parents, home teachers and Houston educators, including those at SWPS College & Career Preparatory Academy, a Houston charter school.

Ware says Progress Report was designed to fill a gap he and Montanez saw in existing edtech. Some platforms cater almost entirely to students, leaving teachers with little insight into if and how a child is learning. Others focus heavily on district data, where “the student is just a number,” leaving teachers to navigate disconnected tools.

“Our goal was [to] focus purely on the teacher because the teacher is the backbone,” Ware says.

Progress Report traces student performance to learning gaps and prerequisite skills, helping educators understand not only where a student is struggling, but what may be causing it.

The platform then helps teachers build individualized instruction for general education students, students with special education and Individualized Education Program (IEP) needs, and Spanish-speaking learners—all within one educator-controlled system.

The goal is to reduce the guesswork and hours of manual work educators can spend developing individualized lesson plans.

Progress Report helps idenitify learning gaps and common roadblocks for each student. Image courtesy Progress Report

For Ware and Montanez, the mission is also personal.

The concept dates back to around 2023, when the co-founders first had to navigate and address their children’s educational needs.

Ware, Progress Report’s CEO and CTO with a background in edtech, built the platform end-to-end after watching his daughter, who had an IEP related to speech, struggle to get the support she needed.

Montanez, the company’s COO, brought another perspective. Her son is on the autism spectrum. She now leads Progress Report’s operations, partnerships and pilot execution while helping carry its focus on bilingual families from Puerto Rico to Houston.

Together, they began researching ways to personalize their children’s learning and help them progress academically. Montanez’s son went on to become an AP student and high school athlete, while Ware’s daughter began reading more than two grade levels above her grade, they tell InnovationMap.

But Progress Report isn’t designed simply to give a struggling student more work.

Take a student who appears to have difficulty with math.

The problem may not actually be math, the founders share. The student could understand the calculations but struggle to comprehend complex words used in a math problem.

Progress Report is designed to trace those performance patterns back to learning gaps, prerequisite skills or other instructional barriers. From there, it can recommend a next instructional step while leaving the educator in control.

The same concept applies to accommodations.

The system can read IEPs, 504 Plans, Present Levels of Academic Achievement and Functional Performance (PLAAFPs), evaluations and other special education records. Approved IEP goals can then be mapped into the student’s learning graph, while accommodations can carry over into lesson planning and question delivery.

The founders say that approach separates Progress Report from simply adding another artificial intelligence chatbot to a classroom. And still, they believe teachers have to remain at the center.

Teachers, in fact, helped build Progress Report.

The founders began meeting with Houston-area educators months before the pilot. Their feedback helped shape the platform before testing began.

“We’ve been building alongside these educators,” Ware says.

Parents are another piece.

Progress Report can give parents access to their child’s learning record so they can see learning gaps as they develop. Teachers can also see information on work being completed at home when the parent and educator are working together.

After the pilot wraps, Ware and Montanez plan to introduce a $29.99 monthly subscription for homeschool parents, teachers and other educators. They say the price was intentionally kept relatively low to help make the tools more accessible.

They are also exploring ways to work with organizations that could help families who can’t afford the platform.

Moving forward, the goal is considerably bigger.

Over the next five years, Ware and Montanez want Progress Report to become what they describe as a “gold standard” in every state. They know getting there will require building relationships with educators, technology leaders, policymakers and school board members.

For now, they’re starting with a few hundred students and a question that sounds simple but can be remarkably difficult to answer: Why is this student struggling?

If Progress Report works the way its founders envision, teachers and parents will have a clearer answer.

Pioneering cohousing development opens in Houston's historic 2nd Ward

Housing in Hou

An experimental, multi-generational building in the East End is now open and accepting residents. Only 10 of the 33 units remain available at East End Commons, the first project from CoHousing Houston.

Located at 115 Lenox, East End Commons was first conceived in 2017 and is designed to combine the security of home ownership with the community aspect of apartment life, essentially a condominium but with added focus on bringing neighbors together.

Units range from 900-2,000 square feet, offering ample private home space, but with a large Common House area and central courtyard for gatherings, working, and interaction. Large front porches encourage people to spend time outside where they can meet their neighbors, as do extensive foot paths for casual meetings.

"At East End Commons, you know your neighbors before you move in — so you have a network of people and spaces that are immediately there for you," said founding resident Kelli Soika. "We designed for larger shared spaces versus larger personal spaces in order to foster the breakdown of the barriers that lead to loneliness."

Combating loneliness and isolation is certainly necessary. A 2025 survey conducted by the American Psychological Association shows that most Americans feel a sense of societal division and lonely. A loss of "third spaces," where people gather outside the home or work, is a prime factor. East End Commons aims to alleviate some of that disconnectedness.

"I wanted to live in a neighborhood that is imbued with a sense of community above the individual, like we have all experienced in Houston during times of disaster recovery," said Lynn Morstead, one of East End Commons‘ founding residents. "In those instances, such as Hurricane Harvey, we surface from our separateness and come together in new and unexpected ways. With East End Commons, the goal is to translate that notion beyond a set period of time and make it a fixture of everyday life. I call it 'disaster-free neighborliness.'"

East End Commons was designed by Kathleen English of English + Associates. Sustainability is part of the project's design, with amenities such as geothermal heating and cooling exchange HVAC, pre-heated water systems, low-energy use air conditioning and heating, and native landscaping.

Prices for units range from $300,000 to the $900,000s, which can be more than double the home price in the rapidly gentrifying East End. HOA fees not only help maintain communal areas, they also cover shared internet, water, and other communal expenses. Similarly, government of the building is handled democratically via a community board that aims to make decisions by building consensus.

For more information, email info@cohousinghouston.com or call 832-900-2919.

MD Anderson president to retire after nine years, interim successor named

retirement plan

An era is ending at The University of Texas MD Anderson Cancer Center.

On Aug. 26, Dr. Peter WT Pisters announced his plans to retire from his role as president of the comprehensive cancer center. He will work on a smooth transition of leadership with interim president Dr. Jeffrey E. Lee throughout September.

“I first arrived at UT MD Anderson 32 years ago with a passion for doing everything I could to advance our mission to end cancer. Serving as the only faculty member to become president, and now marking nine years in the role, I can say with great pride and gratitude that there is no better place than UT MD Anderson to turn hope into healing for patients and families everywhere,” Pisters said in a news release. “With a timeless strategy, a strong leadership team, unprecedented levels of financial health, and a priceless culture anchored in our deeply held Core Values, now is the right time for me to transition to other opportunities. UT MD Anderson has never been stronger, and its future has never been brighter.”

Pisters assumed the presidency in 2017 and helped launch some of the most cutting-edge new clinics in MD Anderson history. One of those was the James P. Allison Institute, named for the Nobel Laureate scientist who discovered a way to suppress immune response on tumors so that immune cells would attack cancer cells instead. As head of his titular clinic, Allison pioneered several new immunotherapies against cancer.

Pisters also oversaw the creation of the Institute for Data Science in Oncology in 2024, an innovative consortium of scientists dedicated to enhancing single-cell imaging to improve precision in cancer treatments. The institute also brought together teams to use data-driven analytics regarding safety, quality and access.

The UT System Board of Regents praised the leadership and work of Pisters in a statement, wishing him well in the next phase of his career.

“The Board of Regents and I are profoundly grateful to Dr. Pisters for his exceptional presidency over the past nine years and for thoughtfully concluding his service when UT MD Anderson is thriving at its best position of peak performance, strength and impact. We wish him our very best with his retirement and in his next chapter,” Kevin P. Eltife, chairman of the UT System Board of Regents, added in the release.